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On your path to excellence, it’s time to start with [[Essentials]]
Your results place your team on the first stage of this path. It’s an exciting
time to get started in laying your foundation and identifying more immediate use
cases for AI.
On your path to excellence, it’s time to [[Scale]]
You’re on track, currently in stage 2 out for 4, on the AI Path to Excellence.
Let’s get ready to expand. Next, you’ll power AI with high-quality data and expand
your AI use cases for maximum impact.
On your path to excellence, it’s time to [[Lead]]
You’re ahead of the curve, currently in stage 3 out of 4, on the AI Path to
Excellence. You’re ready to move into implementing advanced AI applications to
drive even more significant competitive advantage.
On your path to excellence, it’s time to [[Transform]]
You’re leading the way, currently on stage 4, of the AI Path to Excellence.
Continue to build a real-time, AI-powered marketing engine for continuous
improvement and growth to remain a leader.
Share your results
View where you stand
Your results place you among the 38% of market leaders who are instituting data
foundations and adopting off-the-shelf AI solutions. On your AI path towards
excellence, your team is on its way towards rich opportunities for growth.
Share your results
View where you stand
Your results place you among the 43% of market leaders powering AI with
high-quality data and expanding AI use cases across marketing. On your AI path
to excellence, there’s so much progress behind you, yet so much opportunity
ahead.
Share your results
View where you stand
Your results place you among the top 19% connecting workflows and testing
AI-assisted decisions and personalization. On your AI path to excellence, you’re
a leader in the game.
Share your results
View where you stand
Your results place you among less than 1% of marketers globally. On your AI
path to excellence, you rank at the top of your game.
Advance to the next stage
Below, you’ll find your results broken down by each pathway. It highlights areas
of strength and opportunity for your business — along with recommendations on
what to tackle next to reach the next level of performance.
Measurement & Insight is your area of opportunity
Your progress is a bit behind others in this pathway so let’s
gain traction. In this area, we’ll cover how to go from
gathering the right data to experimenting and testing ideas.
This will ultimately take you to reaching a full range of
testing capabilities, using AI-driven predictive analysis, and
the ability to automate insights, reporting, and forecasting.
Measurement & Insight is your area of traction
Your progress is on track for this pathway but there’s room to
grow. In this area, we’ll cover how to go from gathering the
right data to experimenting and testing ideas. This will
ultimately take you to reaching a full range of testing
capabilities, using AI-driven predictive analysis, and the
ability to automate insights, reporting, and forecasting.
Measurement & Insight is your area of strength
Your progress puts you ahead of others in this pathway so let’s
keep you there. In this area, we’ll cover how to go from
gathering the right data to experimenting and testing ideas.
This will ultimately take you to reaching a full range of
testing capabilities, using AI-driven predictive analysis, and
the ability to automate insights, reporting, and forecasting.
24%
of companies have developed a 360 view of the customer by
leveraging customer data.
Here are your next steps:
Establish a culture of experimentation
Establish a strong learning agenda (e.g., with regular tests) and ensure you have the necessary data and resources (incl. budget, people and time commitment) to support it.
Establish a process to capture and maintain high-quality first-party data
Before diving headfirst into AI, take a good look at your data. Is it clean, accurate, and complete? Conduct a thorough assessment of your existing data quality and implement processes and governance to improve it.
Establish a strong learning agenda (e.g., with regular tests) and ensure you have the necessary data and resources (incl. budget, people and time commitment) to support it.
Establish a process to capture and maintain high-quality first-party data
Before diving headfirst into AI, take a good look at your data. Is it clean, accurate, and complete? Conduct a thorough assessment of your existing data quality and implement processes and governance to improve it.
Here are your next steps:
Uncover audience insights with 1PD
Incorporate a wide range of first-party data into your analysis of consumer behavior. Include data from various touchpoints and interactions to create detailed audience personas and enhance segmentation, leading to more effective strategies.
Measure and learn across channels
Connect data across channels to gain a holistic view of customer behavior and preferences, allowing you to tailor actions more effectively by reducing unknowns. Begin utilizing the AI-powered features within your analytics platforms to extract deeper insights from your existing data.
Incorporate a wide range of first-party data into your analysis of consumer behavior. Include data from various touchpoints and interactions to create detailed audience personas and enhance segmentation, leading to more effective strategies.
Measure and learn across channels
Connect data across channels to gain a holistic view of customer behavior and preferences, allowing you to tailor actions more effectively by reducing unknowns. Begin utilizing the AI-powered features within your analytics platforms to extract deeper insights from your existing data.
Here are your next steps:
Accelerate testing with AI
Accelerate your test-and-learn cycles with AI’s ability to analyze data and generate insights. Create hypotheses, variations, and structure tests with AI’s help. Obtain real-time insights into your best performing strategies to adapt to changes in your business environment and customer preferences.
Stand up custom insights platforms
Develop specialized insights platforms that provide real-time alerts and analysis from social media, customer reviews, and other relevant sources. This facilitates continuous monitoring of audience sentiment and enables agile strategy adjustments.
Accelerate your test-and-learn cycles with AI’s ability to analyze data and generate insights. Create hypotheses, variations, and structure tests with AI’s help. Obtain real-time insights into your best performing strategies to adapt to changes in your business environment and customer preferences.
Stand up custom insights platforms
Develop specialized insights platforms that provide real-time alerts and analysis from social media, customer reviews, and other relevant sources. This facilitates continuous monitoring of audience sentiment and enables agile strategy adjustments.
Here are your next steps:
Anticipate and act on consumer demand
Harness AI to predict consumer demand patterns, enabling proactive insights around audience needs and preferences. Utilize AI to auto-test high-priority groups and optimize campaigns based on real-time insights.
Harness AI to predict consumer demand patterns, enabling proactive insights around audience needs and preferences. Utilize AI to auto-test high-priority groups and optimize campaigns based on real-time insights.
Media & Personalization is your area of opportunity
Your progress is a bit behind others in this pathway so let’s
gain traction. In this area, we’ll cover recommendations that
will take you from testing and optimizing with AI to finding
high-value audiences and enhancing the overall performance of
your media in a snap with your AI-powered media engine.
Media & Personalization is your area of traction
Your progress is on track for this pathway but there’s room to
grow. In this area, we’ll cover recommendations that will take
you from testing and optimizing with AI to finding high-value
audiences and enhancing the overall performance of your media in
a snap with your AI-powered media engine.
Media & Personalization is your area of strength
Your progress puts you ahead of others in this pathway so let’s
keep you there. In this area, we’ll cover recommendations that
will take you from testing and optimizing with AI to finding
high-value audiences and enhancing the overall performance of
your media in a snap with your AI-powered media engine.
24%
Marketers have reported 24% efficiency gains by using AI tools
for Media & Personalization.
Here are your next steps:
Test AI-powered campaigns
Conduct thorough testing of AI-powered campaigns and measure their impact across various KPIs. Compare performance versus existing (manual) campaigns and features. Allocate budget for experiments and iterate based on findings to optimize AI campaign effectiveness.
Align on business goals beyond conversions
In order to properly assign and optimize budget, ensure your team has a shared understanding of success. This definition can help prioritize initiatives, campaigns and performance across the entire consumer journey.
Conduct thorough testing of AI-powered campaigns and measure their impact across various KPIs. Compare performance versus existing (manual) campaigns and features. Allocate budget for experiments and iterate based on findings to optimize AI campaign effectiveness.
Align on business goals beyond conversions
In order to properly assign and optimize budget, ensure your team has a shared understanding of success. This definition can help prioritize initiatives, campaigns and performance across the entire consumer journey.
Here are your next steps:
Scale AI-powered campaigns
Based on the measured impact of your AI-powered campaigns, scale them strategically. Review budget allocation across AI-powered and traditional campaigns, prioritizing outperformers. Apply more advanced best practices to help AI campaigns learn what’s working for your business.
Boost relevance with high-quality segments
Utilize first-party data to enhance relevance. Establish a standard frequency for segmentation updates and continually seek new data sources to enrich audience understanding and personalize with higher confidence.
Based on the measured impact of your AI-powered campaigns, scale them strategically. Review budget allocation across AI-powered and traditional campaigns, prioritizing outperformers. Apply more advanced best practices to help AI campaigns learn what’s working for your business.
Boost relevance with high-quality segments
Utilize first-party data to enhance relevance. Establish a standard frequency for segmentation updates and continually seek new data sources to enrich audience understanding and personalize with higher confidence.
Here are your next steps:
Improve audience definitions with AI
Feed first-party data into AI models to refine audience strategies, improving accuracy and effectiveness of segments. Maximize reach to the most receptive audiences and discovery new audience segments with strong conversion likelihood.
Lean on intelligent models for budget allocation
Test and scale predictive AI models to optimize resource allocation across channels and campaigns to optimize marketing ROI.
Feed first-party data into AI models to refine audience strategies, improving accuracy and effectiveness of segments. Maximize reach to the most receptive audiences and discovery new audience segments with strong conversion likelihood.
Lean on intelligent models for budget allocation
Test and scale predictive AI models to optimize resource allocation across channels and campaigns to optimize marketing ROI.
Here are your next steps:
Build AI models to automate allocation
Utilize AI to automate cross-channel resource and budget allocation and target audiences based on real-time insights. This data-driven automation optimizes campaigns, improving ROI and ensuring more efficient use of resources.
Utilize AI to automate cross-channel resource and budget allocation and target audiences based on real-time insights. This data-driven automation optimizes campaigns, improving ROI and ensuring more efficient use of resources.
Creative & Content is your area of opportunity
Your progress is a bit behind others in this pathway so let’s
gain traction. In this area, we’ll cover how an AI-powered
workflow can help you find your highest performing creative and
content across all channels and platforms — and eventually,
automatically generate personalized creative content in real
time.
Creative & Content is your area of traction
Your progress is on track for this pathway but there’s room to
grow. In this area, we’ll cover how an AI-powered workflow can
help you find your highest performing creative and content
across all channels and platforms — and eventually,
automatically generate personalized creative content in real
time.
Creative & Content is your area of strength
Your progress puts you ahead of others in this pathway so let’s
keep you there. In this area, we’ll cover how an AI-powered
workflow can help you find your highest performing creative and
content across all channels and platforms — and eventually,
automatically generate personalized creative content in real
time.
9%
of companies have adopted AI for over half of the end-to-end
creative workflow.
Here are your next steps:
Breakdown existing brand assets
Deconstruct your creative process and build reusable components that AI can use to create new assets. Think of it like building with building blocks — start with core elements (like logos, slogans / text, branded imagery, photos, etc.). AI can assist in finding new creative combinations for these blocks and develop new permutations to fuel your AI-powered media campaigns.
Deconstruct your creative process and build reusable components that AI can use to create new assets. Think of it like building with building blocks — start with core elements (like logos, slogans / text, branded imagery, photos, etc.). AI can assist in finding new creative combinations for these blocks and develop new permutations to fuel your AI-powered media campaigns.
Here are your next steps:
Boost creativity with Generative AI
Start integrating the magic of Generative AI into your creative process. Use it for brainstorming new ideas, drafting original content, enhancing existing assets, streamlining edits and more. GenAI can be a game-changer.
Measure AI-powered creativity
Design experiments and measure the performance of all assets — include AI-generated creatives and your traditionally produced assets using pre-defined KPIs relevant to your business. Analyze the results, and iterate based on your findings.
Start integrating the magic of Generative AI into your creative process. Use it for brainstorming new ideas, drafting original content, enhancing existing assets, streamlining edits and more. GenAI can be a game-changer.
Measure AI-powered creativity
Design experiments and measure the performance of all assets — include AI-generated creatives and your traditionally produced assets using pre-defined KPIs relevant to your business. Analyze the results, and iterate based on your findings.
Here are your next steps:
Scale AI across creative workflows
You’re already using AI to power a portion of your creative workflow, and can now expand its application to various media, channels, and asset types. Identify where your Creative partners/agencies can further embrace AI to accelerate storyboarding, concepting, and drafting processes.
Adjust creatives in real-time with AI
Utilize AI insights to adjust creatives in real-time, generating relevance or enhanced assets based on best-performing components. While marketers should still approve and review these AI-driven variations, this capability allows for dynamic optimization and adaptation based on audience and market trends.
You’re already using AI to power a portion of your creative workflow, and can now expand its application to various media, channels, and asset types. Identify where your Creative partners/agencies can further embrace AI to accelerate storyboarding, concepting, and drafting processes.
Adjust creatives in real-time with AI
Utilize AI insights to adjust creatives in real-time, generating relevance or enhanced assets based on best-performing components. While marketers should still approve and review these AI-driven variations, this capability allows for dynamic optimization and adaptation based on audience and market trends.
Here are your next steps:
Build or buy in-house creative studios
Stand up an in-house creative studio or partner with end-to-end 3P AI platforms, to establish and train AI models on your brand guidelines, creative components, and performance. Establish seamless workflows between creative, measurement, and media teams to facilitate decision-making for senior creative marketers, ensuring brand safety.
Stand up an in-house creative studio or partner with end-to-end 3P AI platforms, to establish and train AI models on your brand guidelines, creative components, and performance. Establish seamless workflows between creative, measurement, and media teams to facilitate decision-making for senior creative marketers, ensuring brand safety.
People & Processes is your area of opportunity
Your progress is a bit behind others in this pathway so let’s
gain traction. In this area, we’ll surface how you can further
hone your measurement and talent strategy to help you build a
team of cross-functional advocates and lead AI innovation at the
organizational level.
People & Processes is your area of traction
Your progress is on track for this pathway but there’s room to
grow. In this area, we’ll surface how you can further hone your
measurement and talent strategy to help you build a team of
cross-functional advocates and lead AI innovation at the
organizational level.
People & Processes is your area of strength
Your progress puts you ahead of others in this pathway so let’s
keep you there. In this area, we’ll surface how you can further
hone your measurement and talent strategy to help you build a
team of cross-functional advocates and lead AI innovation at the
organizational level.
10%
of companies have engaged at least 5 out of 7 core stakeholder
groups, such as HR, finance, and engineering, to implement AI
use cases in marketing.
Here are your next steps:
Identify use cases, principles, and your partners
Identify your cross-functional partners and work on principles for AI use cases across your organization. Develop guidelines and a roadmap, starting with discrete and high-impact opportunities that build the foundation for long-term adoption.
Identify your cross-functional partners and work on principles for AI use cases across your organization. Develop guidelines and a roadmap, starting with discrete and high-impact opportunities that build the foundation for long-term adoption.
Here are your next steps:
Resource the expertise gap and expand use cases
Conduct skill gap analysis to identify critical AI competencies missing from your organization, and how to resource them. Drafting business cases with clear impact can accelerate your organization’s commitment to implementation.
Conduct skill gap analysis to identify critical AI competencies missing from your organization, and how to resource them. Drafting business cases with clear impact can accelerate your organization’s commitment to implementation.
Here are your next steps:
Establish impact assessment and scale principles
Implement a quarterly AI impact assessment to measure KPIs previously defined and validated by all relevant cross-functional teams and re-prioritize use cases based on real-world results and changes in business priorities.
Implement a quarterly AI impact assessment to measure KPIs previously defined and validated by all relevant cross-functional teams and re-prioritize use cases based on real-world results and changes in business priorities.
Here are your next steps:
Integrate workflows
Integrate AI workflows seamlessly across all teams, ensuring smooth communication and collaboration across the marketing ecosystem.
Integrate AI workflows seamlessly across all teams, ensuring smooth communication and collaboration across the marketing ecosystem.